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Tools for Effective Customer Experience Management Rolando Oliver July 30, 2015 2
Agenda 1. Role of Data in Customer Experience Management 2. The Wireless Network Guardian (WNG) 3. M.IQ 6 : The Six Dimensions of Network Data Analytics 4. Elevating Mobile Network Analytics 5. WNG Architecture 6. BNA: Big Network Analytics 3
Telecom is a Top User of Data Analytics BIG DATA TOP 5 : TELCO / TRANSPORT / TOURISM / BANK / ELECTRONICS 4 Telecom Travel/Hospitality/airlines Banking/Finance High Tech Utilities Media & Entertainment Insurance Manufacturing Retail Life sciences Energy & Resources *Source Mainly TCS, ABI Research for Media BIG DATA SPENDINGS PER INDUSTRY 0% 5% 10% 15% 20% 25% 2% 5% 4% 4% 4% 8% 8% 13% 15% 19% 19% Big data use cases: Telecom -Wholesale of business services leveraging network analytics Transport / Tourism -Customer experience Bank - Fraud detection, - Financial services Electronics, Utilities - Internet of Things - Automation security Media - Social influence
HOW NETWORK ANALYTICS HELPED SERVICE PROVIDERS WNG IS A PROVEN APPROACH NETWORK-BASED ANALYTICS HAS PROVEN TO BE A GOLD MINE PLANNING KNOW EXACT BANDWIDTH FOR NEW MARKET KNOW WHERE TO INVEST IN EXISTING MARKET ACURRATELY PREDICT DECLINE OF 3G INVESTMENT RESULTS 14% bandwidth savings 50% correction rate 10 months investment saved MONITOR PROACTIVELY PIN POINT CELL SECTOR IMPROVEMENTS SERVICE PERFORMANCE DASHBOARD RESULTS WEEKLY Tracking of each cell s performance HOURLY Tracking RTT, DNS success/failure FINDING THE ROOT CAUSE OBSERVED RAPID RISE IN SIGNALING. TWO WEEK INVESTIGATION DID NOT POINT TO THE CAUSE RESULTS 2 weeks troubleshooting time without WNG 2 hours Troubleshooting time with WNG AVOID RESOURCE WASTE UNDER-PERFORMING DEVICE DNS FAILURES RESULTS 8-20X signaling waste 4% server waste FIREWALL MIS- CONFIGURATION 83% signaling waste TRAFFIC OPTIMIZATION SELECTIVE OPTIMIZATION TO LOWER UTILIZATION DURING PEAK HOUR RESULTS 20% bandwidth savings 4 months CAPEX deferral OTT OPTIMIZATION FACEBOOK SIGNALING DECREASE AFTER ENGAGEMENT RESULTS 7% Overall signaling savings 13% SIGNALING DECREASE AFTER Peak hour signaling savings TIMER CHANGED ON DEVICE GATEWAY 5% Overall airtime savings 5
WHAT NETWORK OPERATORS NEED TO DO MOVE FROM BEING NETWORK-CENTRIC TO BEING CUSTOMER CENTRIC Network Network quality Network problem Network Sales and agent-care MONITOR MEASURE TROUBLESHOOT USAGE TOUCH POINT the subscriber quality of experience device/usage/apps device/apps multi-channel Reactive/defensive/costly At sales or retention CARE OFFERS proactive/transparent/asset targeted and spontaneous ATTRACT AND RETAIN CONSUMERS BY VISIBLY PROVIDING VALUE WHILE CONTROLLING COSTS 6
Manage Customer Experience: balance the Subscriber Revenue equation ARPU Churn SAC Cash flow to innovate and remain competitive! ARPU: Average Revenue per User SAC: Subscriber Acquisition Cost 7
EXPANDING THE CUSTOMER EXPERIENCE IMPROVE YOUR INFRASTRUCTURE AND OPERATIONS Create and maintain a more efficient network Increase efficiency and profitability by optimizing your network, devices, traffic and operations more effectively to reduce costs and increase ROI. Detect potential problems early so they can be resolved pro-actively before they impact your network and customer satisfaction. KEEP YOUR CUSTOMERS HAPPY Attract more customers with a better experience Deliver an unmatched quality of experience (QoE) and reduce churn by leveraging network and subscriber intelligence to proactively enhance your services. Communicate with your customers. Make your services more reliable and provide world-class agent- and self-service customer care. FIND NEW BUSINESS OPPORTUNITIES OFFER AN ANALYTICS-DRIVEN CUSTOMER EXPERIENCE Gain real-time insights for first mover advantage Be smarter about targeting new offers that customers will pay for by leveraging network and subscriber intelligence to understand what customers want and how to engage them. Find out which offers are the most profitable and discover new revenue-generating opportunities. 8
EXPANDING THE CUSTOMER EXPERIENCE IMPROVE YOUR INFRASTRUCTURE AND OPERATIONS KEEP YOUR CUSTOMERS HAPPY FIND NEW BUSINESS OPPORTUNITIES PLAN OPERATE OPTIMIZE PROACTIVE CARE AGENT- CARE SELF-CARE AGILE MARKETING VALUE- ADDED SERVICES OFFERS Accuracy saves CAPEX Find root cause faster Reduce resource waste Find issues before impact is felt Leverage analytics Leverage same care workflows Discover and act on trends OFFER AN ANALYTICS-DRIVEN CUSTOMER EXPERIENCE Pre-built services Targeted and valuable DEVICE ANALYTICS Faulty devices or configuration trends NETWORK ANALYTICS Network performance, subscriber QoE, trend analysis BIG NETWORK ANALYTICS Expand analytics to multiple functions with big data platform CARE ANALYTICS Optimize workflows & evaluate churn prediction 9
ANALYTICS-DRIVEN SOLUTIONS ANALYTICS-DRIVEN SOLUTIONS TURNKEY SMART PLAN BUILDER (Agile Marketing) MOTIVE SERVICE VIEW FOR MOBILE (Analytics-driven Customer Care) INTELLIGENT TRAFFIC MANAGEMENT (Selective Traffic Optimization) KINDSIGHT MOBILE SECURITY SERVICE (Value-add security App) ANALYTICS-DRIVEN SOLUTIONS API API API MODULES SPECIALIZED PRODUCTS m.iq 6 OFF-THE-SHELF ANALYTICS INPUT CONSOLIDATED BIG NETWORK ANALYTICS NETWORK ANALYTICS SECURITY ANALYTICS 10
THE SOLUTION 9900 WIRELESS NETWORK GUARDIAN MOBILE NETWORK ANALYTICS NETWORK PERFORMANCE USER QoE TREND ANALYSIS Using massive real-time collection, processing and correlation of network-wide data 9900 Wireless Network Guardian (WNG) IP Flows (IPv4/v6, multi-vendor) Signaling (2G, 3G, LTE, multi-vendor) Device/ Subscribers RAN Core Servers (NAT/DNS ) Apps 11
9900 WIRELESS NETWORK GUARDIAN M.IQ 6 OFFERS A UNIQUE UNDERSTANDING OF INTER-RELATIONSHIPS BETWEEN ALL 6-DIMENSIONS DEVICE Device type Device OS version Device KPI NETWORK Network topology Subscriber path Bandwidth utilization SIGNALING Signaling volume RF utilization (airtime) Signaling KPIs m.iq 6 APPLICATION Application list Application volume Application KPIs SUBSCRIBER IMSI IP address QoE IP FLOWS 5-tuple analysis NE transversal graph IP Flow KPIs 12
WHY IS THE POWER OF 6 DIMENSIONS CRUCIAL? DPI SOLUTIONS 9900 WNG PROTOCOL ANALYZER PROBES 9900 WNG MOBILE NETWORK ANALYTICS m.iq 6 User Plane Only Signaling Plane Only Signaling & User Plane No NE or path visibility No signaling, airtime visibility No device visibility Meant for interception: parental control, re-direct to portal, security quarantine, etc No device visibility No subscriber QoE visibility No application visibility Meant for protocol layer troubleshooting Visibility across all 6 dimensions Meant for any to-any troubleshooting, capacity planning, optimization, trend analysis, subscriber QoE 13
9900 WNG 6-DIMENSIONAL REPORTING EXAMPLES Signaling and volume load that various devices put on RNCs, SGSNs and GGSNs Understand how applications and devices combinations will impact signaling and network load User QoE with device info, network path used, signaling quality and IP flow quality APPLICATION APPLICATION DEVICE DEVICE DEVICE SUBSCRIBER m.iq 6 m.iq 6 m.iq 6 NETWORK IP FLOW NETWORK IP FLOW NETWORK IP FLOW SIGNALING SIGNALING SIGNALING REPORTING OF IMPACT OF ANY DIMENSIONS ONTO OTHERS 14
9900 WIRELESS NETWORK GUARDIAN M.IQ6 OFFERS STATEFUL CORRELATION BETWEEN THE 6 DIMENSIONS PROCESS Interpret and extract information from the entire packet STATEFUL Builds state machine like all the elements in the network would ALGORITHM CORRELATION Tracks state change of dimension & correlates back to user CORRELATION For each user: track these & their states changes Device Sig. KPIs Tech Tech. KPIs Roamer KPIs Signaling m.iq 6 User Apps IP address DNS KPIs IMSI Apps KPIs User score IP flows Network Path Cell KPI RNC KPIs SGSN KPIs GGSN KPIs 9900 WNG KPIs = Volume load, signaling load, throughout, RTT, loss, 15 CORRELATION IS NOT ENOUGH; NEED TO TRACK USER THROUGH ALL CHANGES
STATEFUL CORRELATION COMPARISON EXAMPLE Signaling over LTE IP flow over LTE State change: signaling handover to 3G cell State change: new IP address, IP flow over 3G DPI SOLUTIONS Does not see network change PROTOCOL ANALYZER PROBES Two probes for two interfaces Uncorrelated signaling records 9900 WNG MOBILE NETWORK ANALYTICS 3G /LTE signaling in same user record Two separate IP addresses = Two uncorrelated flow records Two separate IP addresses = Two uncorrelated flow records Two IP addresses & flows correlated in the same user record 16 NOT TRACKING STATES MEANS THE FULL STORY CAN NOT BE ASSEMBLED
9900 WIRELESS NETWORK GUARDIAN DIFFERENTIATORS ELEVATING MOBILE NETWORK ANALYTICS TO MOBILE INTELLIGENCE 6 (m.iq 6 ) REAL-TIME 6D-SOURCES 17 9900 WNG FORENSICS ALGORITHMS CORRELATION m.iq 6 Multi-vendor support Multi-technology support Per IP-flow granularity STATEFUL CORRELATION Stateful session tracking Device profiling Network topology deduction Traffic matrix deduction KPI computation Network tomography MULTI-STAGE ALGORITHMS Multi-stage congestion analysis Multi-stage QoE score computation Multi-stage detection of anomalies DEDICATED FORENSICS SERVICE IP, wireless, device and applications expertise Working daily on mobile networks globally Operator-requested specialized reports Performance comparison
9900 WIRELESS NETWORK GUARDIAN M.IQ 6 OFFERS DEDICATED FORENSICS SERVICES FORENSICS ALGORITHMS CORRELATION m.iq 6 GLOBAL EXPERTISE Daily monitoring Emergency forensics Peer performance comparison Pre-launch assessment Event preparation Custom report preparation THOUSANDS OF REPORTS MILLIONS OF SUBSCRIBERS TRACKING SINCE 2008 18
9900 WNG VOLTE MODULE ADDED VALUE FOR VOLTE NETWORKS PLANNING AND OPTIMIZATION OPERATIONs EXECUTIVE AND MARKETING CUSTOMER CARE Capacity planning of: IMS signaling nodes (CSCF and AS) IMS media streams nodes (MRFP,SBC and MGW) Packet core and RAN NEs according to the signaling volume, RF channel setup, airtime, call rate.etc Pre-launch testing: to test the impact of new IMS service, SW client or device on the network Network optimization IMS and packet core NEs performance monitoring Device performance and user experience monitoring by using intelligent KPI algorithms Signalling KPI E2E root cause analysis Trend insight & market penetration analysis Geo-analysis Peer network performance comparison OTT VOIP applications users trend, impact on the network. Help to indentify the best bundles with respect to the different users trend. Subscriber and device QoE scoring Subscriber anomaly detection and alerts (R9) Subscriber and device troubleshooting XDR per call that includes call quality KPI (MOS R9) 19
Device Performance 20
9900 WIRELESS NETWORK GUARDIAN ARCHITECTURE TWO-TIER ARCHITECTURE For small networks with a limited number of locations or central offices. THREE-TIER ARCHITECTURE For medium and larger networks with multiple locations needing a 9900 WNG Detector in different offices 9900 WNG Central 9900 WNG Central Backhaul only alerts, summaries and updates Storage of flow and session records locally 9900 WNG Flow Processors 9900 WNG Detector 9900 WNG Detectors S1-MME, S12, S4, S6a S11 and S1-U or S5/S8 Gn and/or IuPS A11, Radius, Pi S1-MME, S12, S4, S6a S11 and S1-U or S5/S8 Gn and/or IuPS A11, Radius. Pi S1-MME, S12, S4, S6a S11 and S1-U or S5/S8 Gn and/or IuPS A11, Radius, Pi 21 ALCATEL-LUCENT INTERNAL PROPRIETARY USE PURSUANT TO COMPANY INSTRUCTION
TAPPING - LTE S11, S1-u S11, S1-u, S1-MME 22 ALCATEL-LUCENT INTERNAL PROPRIETARY USE PURSUANT TO COMPANY INSTRUCTION
MOTIVE Big NETWORK ANALYTICS PRODUCT VALUES Fast computational environment to process data across multiple dimensions Large scale storage capability to maintain data for long periods Open environment conducive to support integration of third party data sources Highly scalable API open to external systems Flexibility to provide insight and reports tailored to the requirement Customer Centric Analytics to Optimize Subscriber QoE & Enable New Businesses 23
BNA Components & architecture BNA UI Used for per-subscriber, per application, per-cell, dashboards and scorecards Supports ad-hoc/exploratory reports BNA UI BNA FLEXIBLE ANALYTICS Customer Experience Analytics Scalable raw data storage Pre-built template for high performance, multi-dimensional per subscriber metrics calculation Data normalization and abstraction from multiple data sources Use Case Specific Modules: SLA/QoE, Care Enablement, CS Voice & Agile Marketing WNG & External INPUTS Expert Systems Domain Specific Mobile view records pre-correlated in mobile intelligence format (m.iq6) Optional 3 rd party & OSS data QoE/SLA MODULE HADOOP (HDFS, Hive, Oozie) API FLEXIBLE REPORTING MODULE BNA PRE-BUILT ANALYTICS SOUTHBOUND INTERFACES CARE ENABLEMENT MODULE RELATIONAL DB (Maria DB) m.iq 6 24 WNG FLOW ANALYSIS IT/OSS/BSS DATA DATA DATA FROM THIRD PARTY PROBES
Summary Operators need better ways to manage customer experience and remain competitive Must balance ARPU, SAC, CHURN Silos leave holes in Customer Experience Monitoring Need Correlated view of six dimensions Need the right tools: multi-vendor, multi-technology, real-time Application m.iq 6 WNG with m.iq 6 Motive Big NETWORK ANALYTICS Expert Forensics Service Signaling 25
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